Last week I posted on The Enveloping Flow. That’s the light, love and happiness part of The Strategy Map for 2024.
Now we turn to the dark side. The Penetrating Flow!
As I did for The Enveloping Flow, I want to point out that I need to hone this stuff in terms of what’s directed at individuals and what’s directed at society/institutions/groups.
In other words, whether I say in effect ‘You gotta burn your money’ or ‘They gotta burn their money’.
Now, long term supporters will immediately recognise that those two statements break one of the three golden rules; namely “Never ask or tell anyone to burn their money”. [The others are “It must be your own money” and “It’s got to hurt a bit”.]
But what I want to do with the media we create for The Penetrating Flow is go as close to the line as possible. I don’t want to say directly ‘You must burn to save yourself/save the world’ but I do want that to be the conclusion that people come to in their own minds.
They’re mostly going to disagree with it and think it insane. But that’s the thought I want to put in their head. Okay?
A lot is riding on getting this provocative stuff right. As I see it, that depends on two things. Firstly the initial Slap. And secondly the Follow-up.
The Follow-up is basically where the user will land after they’ve clicked a link.
I’ve called the Follow-up #takethetest - I’m not going to expand upon it now other than to say its going to be crucial part of turning attention into meaningful engagement.
What I’m going to focus on here is The Slap. The Slap has to be hard enough that the user clicks the link on the media. That could be because they hate it and it makes them cross, it could be they love it and it fills them with joy. At the end of the day, above and beyond it being aesthetically pleasing, creative or insightful the function of media in the Penetrating Flow is to incite a click! To provoke a reaction!
This doesn’t mean any media created can’t be creatively rich and meaningful in its own right. But it must deliver on the clicks first and foremost.
Spreading the Word of the Burn is the job of the Enveloping Flow media. The Penetrating Flow stuff is fighting Murdoch, The Daily Mail and every other clickbait manufacturer at their own game.
We have massive disadvantages but we do hold an ace. We’re committing a shocking heresy against the sacred totem of Capital. As Joe Lycett proved, done right money destruction can punch way, way above its nominal weight.
The new stuff is saved for paid subscribers but seeing as we’ve promoted this video (or one very much like it) on Facebook in 2021 I’ll share it here, now.
It’s really simple. Nevertheless, I think if we add a £20 and a £50 note too and then deliver them to the ‘engaged’ audience (people who viewed or reacted to the £10 burn), we’ll create a bit of firestorm. The click thru rate I got when I delivered it as paid advert was an incredible 14%.
Sadly, we didn’t have am effective landing page in place and so the clicks were squandered. But next time!
Remember it’s a rough! The music really sucks. There’s no link. But there’s enough for you to see the idea. Weak as it is, I already know this one works.
Okay. Now the rest of the videos make that one look like a Disney Movie!